U.S. patent application number 13/538417 was filed with the patent office on 2012-10-25 for media playback method and system, content delivery network device, and advertising server.
This patent application is currently assigned to Huawei Technologies Co., Ltd.. Invention is credited to Xin Fang, Jiangping Feng, Xiongbing Ou, Xiangyang Wu, Jun Yan.
Application Number | 20120272266 13/538417 |
Document ID | / |
Family ID | 44216990 |
Filed Date | 2012-10-25 |
United States Patent
Application |
20120272266 |
Kind Code |
A1 |
Ou; Xiongbing ; et
al. |
October 25, 2012 |
MEDIA PLAYBACK METHOD AND SYSTEM, CONTENT DELIVERY NETWORK DEVICE,
AND ADVERTISING SERVER
Abstract
The present invention discloses a media playback method and
system, a CDN device, and an advertising server. The method
includes: receiving, by a CDN device, a program playback request
sent by a user terminal; if the program playback request carries a
user identifier of a user in the CDN device, querying, by the CDN
device, a corresponding relation between the user identifier and
personalized information according to the user identifier to obtain
the personalized information of the user; obtaining, by the CDN
device, a link of advertisement content that corresponds to the
user from an advertising server, wherein the link of the
advertisement content is obtained by the advertising server
according to the personalized information of the user and a preset
advertisement configuration policy; and sending, by the CDN device
or the advertising server, advertisement content corresponding to
the link of the advertisement content to the user terminal.
Inventors: |
Ou; Xiongbing; (Beijing,
CN) ; Wu; Xiangyang; (Xi'an, CN) ; Yan;
Jun; (Shenzhen, CN) ; Feng; Jiangping;
(Beijing, CN) ; Fang; Xin; (Beijing, CN) |
Assignee: |
Huawei Technologies Co.,
Ltd.
Shenzhen
CN
|
Family ID: |
44216990 |
Appl. No.: |
13/538417 |
Filed: |
June 29, 2012 |
Related U.S. Patent Documents
|
|
|
|
|
|
Application
Number |
Filing Date |
Patent Number |
|
|
PCT/CN2010/079758 |
Dec 14, 2010 |
|
|
|
13538417 |
|
|
|
|
Current U.S.
Class: |
725/34 |
Current CPC
Class: |
H04L 67/20 20130101;
G06Q 30/02 20130101; H04L 65/4084 20130101; H04L 67/306
20130101 |
Class at
Publication: |
725/34 |
International
Class: |
H04N 21/458 20110101
H04N021/458 |
Foreign Application Data
Date |
Code |
Application Number |
Dec 31, 2009 |
CN |
200910216928.2 |
Claims
1. A media playback method, comprising: receiving, by a content
delivery network device, a program playback request sent by a user
terminal; if the program playback request carries a user identifier
of a user in the content delivery network device, querying, by the
content delivery network device, a corresponding relation between
the user identifier and personalized information according to the
user identifier to obtain the personalized information of the user;
obtaining, by the content delivery network device, a link of
advertisement content that corresponds to the user from an
advertising server, wherein the link of the advertisement content
is obtained by the advertising server according to the personalized
information of the user and a preset advertisement configuration
policy; and sending, by the content delivery network device or the
advertising server, advertisement content corresponding to the link
of the advertisement content to the user terminal.
2. The media playback method according to claim 1, wherein after
the receiving, by the content delivery network device, the program
playback request of the user terminal, the method further
comprises: sending, by the content delivery network device, program
content corresponding to the program playback request to the user
terminal; obtaining, by the content delivery network device,
personalized operation information of playing the program content
by the user terminal; and updating, by the content delivery network
device, the personalized information of the user according to the
personalized operation information of the program content and a
preset analysis policy.
3. The method according to claim 1, wherein if the program playback
request does not carry the user identifier of the user in the
content delivery network device, before the obtaining, by the
content delivery network device, the personalized information of
the user according to the corresponding relation between the user
identifier and the personalized information, the method further
comprises: querying, by the content delivery network device,
physical access information or an international mobile subscriber
identification of the user according to an IP address carried in
the program playback request; and querying, by the content delivery
network device, a preset corresponding relation between the
physical access information and the user identifier according to
the physical access information, or querying a preset corresponding
relation between the international mobile subscriber identification
and the user identifier according to the international mobile
subscriber identification, so as to obtain the user identifier.
4. The method according to claim 3, wherein after the obtaining, by
the content delivery network device, the physical access
information or the international mobile subscriber identification
of the user, the method further comprises: querying, by the content
delivery network device, a home location register or a home
subscriber server or a user profile server function device
according to the physical access information or the international
mobile subscriber identification to obtain relevant subscription
information of the user; and adding, by the content delivery
network device, the relevant subscription information of the user
into the personalized information of the user.
5. The method according to claim 1, further comprising: obtaining,
by the content delivery network device, personalized operation
information of playing the advertisement content by the user
terminal; and updating, by the content delivery network device, the
personalized information of the user according to the personalized
operation information of the advertisement content and a preset
analysis policy.
6. The method according to claim 1, wherein before the sending, by
the content delivery network device, the advertisement content
corresponding to the link of the advertisement content to the user
terminal, the method comprises: updating, by the content delivery
network device according to the link of the advertisement content,
a playlist file corresponding to the program playback request, and
sending the playlist file to the user terminal, so that the user
terminal requests the content delivery network device for media
content according to the updated playlist file.
7. A content delivery network device, comprising: a first obtaining
unit, configured to obtain a user identifier of a user terminal;
and a personalized information obtaining unit, configured to query
a corresponding relation between the user identifier and
personalized information according to the user identifier of the
user terminal to obtain the personalized information of a user, and
send the personalized information of the user to an advertising
server, so that the advertising server obtains a link of
advertisement content according to the personalized information of
the user and a preset advertisement policy.
8. The content delivery network device according to claim 7,
wherein the first obtaining unit is configured to one of receive a
program playback request sent by the user terminal, and obtain the
user identifier if the program playback request carries the user
identifier of the user terminal; or, receive the program playback
request sent by the user terminal, query, if the program playback
request does not carry the user identifier of the user terminal,
physical access information or an international mobile subscriber
identification of the user according to an IP address of the user
carried in the program playback request, and query a preset
corresponding relation between the physical access information and
the user identifier according to the physical access information or
query a preset corresponding relation between the international
mobile subscriber identification and the user identifier according
to the international mobile subscriber identification to obtain the
user identifier.
9. The content delivery network device according to claim 7,
wherein the content delivery network device further comprises: a
first playlist updating unit, configured to receive the link of the
advertisement content sent by the advertising server, update a
playlist file according to the link of the advertisement content,
and send the updated playlist file to the user terminal.
10. The content delivery network device according to claim 7,
wherein the content delivery network device further comprises: a
first advertisement content sending unit, configured to receive the
link of the advertisement content sent by the advertising server,
and send advertisement content corresponding to the link to the
user terminal.
11. The content delivery network device according to claim 7,
wherein the first obtaining unit is further configured to obtain
personalized operation information of playing program content by
the user terminal; and the content delivery network device further
comprises: an updating unit, configured to update the personalized
information of the user according to the personalized operation
information obtained by the first obtaining unit and a preset
analysis policy.
12. The content delivery network device according to claim 8,
wherein after the first obtaining unit obtains the physical access
information or the international mobile subscriber identification
of the user, the first obtaining unit is further configured to
query a home location register or a home subscriber server or a
user profile server function device according to the physical
access information or the international mobile subscriber
identification of the user to obtain relevant subscription
information of the user; and the updating unit is further
configured to add the relevant subscription information of the user
into the personalized information of the user.
Description
CROSS-REFERENCE TO RELATED APPLICATIONS
[0001] This application is a continuation of International
Application No. PCT/CN2010/079758, filed on Dec. 14, 2010, which
claims priority to Chinese Patent Application No. 200910216928.2,
filed on Dec. 31, 2009, both of which are hereby incorporated by
reference in their entireties.
FIELD OF THE INVENTION
[0002] The present invention relates to the field of media
services, and in particular, to a media playback method and system,
a content delivery network device, and an advertising server.
BACKGROUND OF THE INVENTION
[0003] With the popularization of the Internet, network video
services using a personal computer or a set-top box with a
television as a terminal develop rapidly, with which a user may
demand a desired video over the Internet. As an emerging manner of
providing services, the network video may publish video content to
a wider user space.
[0004] In an existing network video service, when a video is
played, a personalized advertisement may be played to a user based
on a bidirectional feature of Internet Protocol (IP, Internet
Protocol) transmission. Compared with a conventional broadcast
advertisement, the personalized advertisement is better targeted,
thereby improving service experience of the user.
[0005] In the prior art, a playlist (Playlist) file is usually used
to insert an advertisement in a video. The playlist file is located
in a network side server. A terminal accesses the network side
server to obtain the playlist file, requests a server for an
advertisement or a video program according to a program schedule in
the playlist file, and shows the advertisement or video program to
the user. The network side server deduces a preference of the user
according to an access record of the user accessing the server, so
as to obtain personalized information of the user.
[0006] During the research on the prior art, the inventors find
that in the existing media playback method, only the personalized
information during the access of the server is able to be obtained,
thereby resulting in an inaccurate analysis on preference
information of the user and an undesirable delivery effect of a
personalized advertisement.
SUMMARY OF THE INVENTION
[0007] The present invention provides a media playback method and
system, a content delivery network device and an advertising
server, so as to accurately obtain preference information of a user
and play an advertisement to the user according to preference
information of the user.
[0008] A media playback method provided by an embodiment of the
present invention includes:
[0009] receiving, by a content delivery network device, a program
playback request sent by a user terminal;
[0010] if the program playback request carries a user identifier of
a user in the content delivery network device, querying, by the
content delivery network device, a corresponding relation between
the user identifier and personalized information according to the
user identifier to obtain the personalized information of the
user;
[0011] obtaining, by the content delivery network device, a link of
advertisement content that corresponds to the user from an
advertising server, wherein the link of the advertisement content
is obtained by the advertising server according to the personalized
information of the user and a preset advertisement configuration
policy; and
[0012] sending, by the content delivery network device or the
advertising server, the advertisement content corresponding to the
link of the advertisement content to the user terminal.
[0013] A media playback method provided by an embodiment of the
present invention includes:
[0014] receiving, by an advertising server, an advertisement
playback request sent by a user terminal, wherein the advertisement
playback request carries an IP address of the user terminal;
[0015] sending, by the advertising server, a personalized
information query request to a content delivery network device,
wherein the personalized information query request carries the IP
address of the user terminal;
[0016] receiving, by the advertising server, personalized
information of a user sent by the content delivery network device,
wherein the personalized information of the user is obtained by the
content delivery network device according to the IP address of the
user terminal;
[0017] obtaining, by the advertising server according to the
personalized information of the user and a preset advertisement
policy, a link of advertisement content that corresponds to the
user, and sending the link of the advertisement content to the user
terminal; and
[0018] receiving, by the advertising server or the content delivery
network device, the advertisement playback request sent by the user
terminal, and sending advertisement content corresponding to the
link of the advertisement content to the user terminal, wherein the
advertisement playback request carries the link of the
advertisement content.
[0019] A media playback method provided by an embodiment of the
present invention includes:
[0020] receiving, by an advertising server, an advertisement
content query request sent by an ingress device, wherein the
advertisement content query request carries a user identifier of a
user;
[0021] sending, by the advertising server, a personalized
information query request to a content delivery network device,
wherein the personalized information query request carries the user
identifier;
[0022] receiving, by the advertising server, personalized
information of the user returned by the content delivery network
device, wherein the personalized information is obtained by the
content delivery network device by querying a corresponding
relation between the user identifier and the personalized
information according to the user identifier;
[0023] obtaining, by the advertising server, a link of
advertisement content according to the personalized information of
the user and a preset advertisement policy, and sending the link of
the advertisement content to a user terminal through the ingress
device; and
[0024] receiving, by the advertising server or the content delivery
network device, an advertisement playback request sent by the user
terminal, and sending advertisement content corresponding to the
link to the user terminal, wherein the advertisement playback
request carries the link of the advertisement content.
[0025] A content delivery network device provided by an embodiment
of the present invention includes:
[0026] a first obtaining unit, configured to obtain a user
identifier of a user terminal; and
[0027] a personalized information obtaining unit, configured to
query a corresponding relation between the user identifier and
personalized information according to the user identifier of the
user terminal to obtain the personalized information of a user, and
send the personalized information of the user to an advertising
server, so that the advertising server obtains a link of an
advertisement content according to the personalized information of
the user and a preset advertisement policy.
[0028] An advertising server provided by an embodiment of the
present invention includes:
[0029] a personalized information query unit, configured to send a
personalized information query request to a content delivery
network device, wherein the personalized information query request
carries an IP address of a user terminal or a user identifier;
[0030] a personalized information receiving unit, configured to
receive personalized information of a user sent by the content
delivery network device, wherein the personalized information of
the user is obtained by the content delivery network device
according to the IP address of the user terminal or the user
identifier; and
[0031] an advertisement link obtaining unit, configured to obtain,
according to the personalized information of the user and a preset
advertisement policy, a link of advertisement content that
corresponds to the user.
[0032] A media playback system provided by an embodiment of the
present invention includes an advertising server and a content
delivery network device.
[0033] The advertising server is configured to send a personalized
information query request to the content delivery network device,
wherein the personalized information query request carries an IP
address of a user terminal or a user identifier.
[0034] The content delivery network device obtains personalized
information of a user according to the IP address of the user
terminal or the user identifier.
[0035] The advertising server is configured to receive the
personalized information of the user sent by the content delivery
network device, and obtain, according to the personalized
information of the user and a preset advertisement policy, a link
of advertisement content that corresponds to the user.
[0036] The advertising server or the content delivery network
device sends advertisement content corresponding to the link to the
user terminal.
[0037] In the embodiments of the present invention, as the content
delivery network device may provide media content acceleration for
multiple media servers, and the user always has the same user
identifier in the content delivery network device, the personalized
information in the content delivery network device may include
personalized information when the user accesses the multiple media
servers. Compared with the prior art, the personalized information
of the user provided by the embodiments of the present invention is
more comprehensive, so that the advertisement content obtained
according to the personalized information of the user in the
embodiments of the present invention is more accurate, thereby
improving a delivery effect of a personalized advertisement.
BRIEF DESCRIPTION OF THE DRAWINGS
[0038] To illustrate the technical solutions according to the
embodiments of the present invention more clearly, the accompanying
drawings for describing the embodiments are introduced briefly in
the following. Apparently, the accompanying drawings in the
following description are only some embodiments of the present
invention, and persons of ordinary skill in the art can derive
other drawings from the accompanying drawings without creative
efforts.
[0039] FIG. 1 is a flow chart of a media playback method according
to a first embodiment of the present invention;
[0040] FIG. 2 is a flow chart of a method for updating personalized
information of a user according to personalized operation
information of playing a program by a user terminal according to an
embodiment of the present invention;
[0041] FIG. 3 is a flow chart of a method for obtaining a user
identifier according to an embodiment of the present invention;
[0042] FIG. 4 is a flow chart of a method for updating personalized
information of a user according to personalized operation
information of playing advertisement content by a user terminal
according to an embodiment of the present invention;
[0043] FIG. 5 is a flow chart of a media playback method according
to a second embodiment of the present invention;
[0044] FIG. 6 is a flow chart of a media playback method according
to a third embodiment of the present invention;
[0045] FIG. 7 is a flow chart of a method for sending a link of
advertisement content to a user terminal through an ingress device
according to the third embodiment of the present invention;
[0046] FIG. 8 is a flow chart of a media playback method according
to a fourth embodiment of the present invention;
[0047] FIG. 9 is a flow chart of a media playback method according
to a fifth embodiment of the present invention;
[0048] FIG. 10 is a flow chart of a media playback method according
to a sixth embodiment of the present invention;
[0049] FIG. 11 is a schematic structural diagram of a content
delivery network device according to a seventh embodiment of the
present invention;
[0050] FIG. 12 is a schematic structural diagram of an advertising
server according to an eighth embodiment of the present invention;
and
[0051] FIG. 13 is a schematic structural diagram of a media
playback system according a ninth embodiment of the present
invention.
DETAILED DESCRIPTION OF THE EMBODIMENTS
[0052] The present invention provides a media playback method and
system, a content delivery network device, and an advertising
server. The technical solutions of the present invention will be
clearly and completely described in the following with reference to
the accompanying drawings. It is obvious that the embodiments to be
described are only a part rather than all of the embodiments of the
present invention. All other embodiments obtained by persons of
ordinary skill in the art based on the embodiments of the present
invention without creative efforts shall fall within the protection
scope of the present invention.
[0053] A content delivery network (CDN, Content Delivery Network)
technology may publish content of a Web site to a network edge
closest to a terminal by adding a new layer of network architecture
in the existing Internet, so that a user may obtain desired content
nearby, thereby increasing a response speed of the Web site visited
by the user. In the embodiments of the present invention, a user
may visit different Web sites through a content delivery network,
so as to perform a Web page browsing service or a video
service.
[0054] Referring to FIG. 1, FIG. 1 is a flow chart of a media
playback method according to a first embodiment of the present
invention.
[0055] The media playback method provided by the first embodiment
of the present invention may include:
[0056] A1. A CDN device receives a program playback request sent by
a user terminal.
[0057] Specifically, in this embodiment of the present invention,
the CDN device may receive the program playback request sent by the
user terminal.
[0058] A2. When the program playback request carries a user
identifier of a user in the CDN device, query a corresponding
relation between the user identifier and personalized information
of the user according to the user identifier, so as to obtain the
personalized information of the user.
[0059] Specifically, in this embodiment of the present invention,
the user identifier of the user in the CDN device may be a Cookie
identifier, and may definitely be other information capable of
identifying an identity of the user, for example, a terminal
identifier (Terminal ID). The user identifier is an identifier
allocated when the user accesses the Internet through the content
delivery network for the first time. The user may carry the user
identifier during subsequent access to the Internet through the
content delivery network.
[0060] A corresponding relation exists between the personalized
information of the user and the user identifier. The personalized
information may include an advertisement preference of the user,
personal information of the user, and so on, and the advertisement
preference may be an advertisement type, advertisement content, and
so on. The personalized information of the user may be collected
when the user subscribes to an Internet service, and may also be
collected when the user accesses the Internet.
[0061] Furthermore, in this embodiment of the present invention, a
preset corresponding relation between the user identifier and the
personalized information of the user is queried according to the
user identifier, so as to obtain the personalized information of
the user. For the corresponding relation, when the user accesses
the Internet for the first time, the personalized information of
the user may be obtained, and the corresponding relation between
the personalized information of the user and the user identifier
may be established.
[0062] A3. The CDN device obtains a link of advertisement content
that corresponds to the user from an advertising server, where the
link of the advertisement content is obtained by the advertising
server according to the personalized information of the user and a
preset advertisement configuration policy.
[0063] Specifically, in this embodiment of the present invention,
the CDN device obtains the link of the advertisement content that
corresponds to the user from the advertising server. The link of
the advertisement content is obtained by the advertising server
according to the personalized information of the user and the
preset advertisement configuration policy.
[0064] A destination address of the link of the advertisement
content may be the advertising server or the CDN device.
[0065] A4. The CDN device or the advertising server sends
advertisement content corresponding to the link of the
advertisement content to the terminal.
[0066] Specifically, when the destination address of the link of
the advertisement content is the CDN device, in this embodiment of
the present invention, the CDN device sends the advertisement
content corresponding to the link of the advertisement content to
the terminal, so as to provide an advertisement service for the
terminal. When the destination address of the link of the
advertisement content is the advertising server, the advertising
server sends the advertisement content corresponding to the link of
the advertisement content to the terminal, so as to provide the
advertisement service for the terminal.
[0067] In this embodiment of the present invention, as the CDN
device may provide media content acceleration for multiple media
servers, and the user always has the same user identifier in the
CDN device, the personalized information in the CDN device may
include personalized information when the user accesses the
multiple media servers. Compared with the prior art, the
personalized information of the user provided by this embodiment of
the present invention is more comprehensive, so that the
advertisement content obtained according to the personalized
information of the user in this embodiment of the present invention
is more accurate, thereby improving a delivery effect of a
personalized advertisement.
[0068] In this embodiment of the present invention, before the CDN
device sends the advertisement content corresponding to the link of
the advertisement content to the user terminal (step A4), the CDN
device may further update, according to the link of the
advertisement content, a playlist file that corresponds to the
program playback request, and send the playlist file to the user
terminal, so that the user terminal requests the CDN device for
media content according to the updated playlist file. It should be
noted that, the CDN device may further actively send the
advertisement content corresponding to the link of the
advertisement content to the user terminal, and the terminal plays
the advertisement content.
[0069] After receiving the playlist file, the terminal requests the
CDN device for corresponding media content according to the
playlist file, and the CDN device sends the advertisement content
corresponding to the link of the advertisement content to the user
terminal, thereby providing a personalized advertisement service
for the user.
[0070] Referring to FIG. 2, FIG. 2 is a flow chart of a method for
updating personalized information of a user according to
personalized operation information of playing a program by a user
terminal according to an embodiment of the present invention.
[0071] In this embodiment of the present invention, after receiving
a program playback request of a user terminal, a CDN device may
send program content corresponding to the program playback request
to the terminal, and the terminal plays the program content. In
this embodiment of the present invention, furthermore, personalized
information of a user may further be updated according to
personalized operation information of the program content of the
user terminal, which specifically includes:
[0072] B1. A CDN device obtains personalized operation information
of playing, by a user through a terminal, program content.
[0073] Specifically, in this embodiment of the present invention,
the CDN device may obtain the personalized operation information
when the user plays the program content through the terminal, for
example, operation information such as forwarding and
rewinding.
[0074] B2. The CDN device updates personalized information of the
user according to the personalized operation information of the
program content and a preset analysis policy.
[0075] Specifically, in this embodiment of the present invention,
the personalized information of the user may be updated according
to the personalized information of the program content and the
preset analysis policy. For example, the user performs a rewinding
operation several times during playback of an advertisement, which
indicates that the user has a high degree of concern on the
program, and the preset analysis policy may be, for example: a
program type or keyword corresponding to the program on which the
user has a high degree of concern has a high weight in the
personalized information of the user. The preset analysis policy
may be modified according to an actual requirement.
[0076] In this embodiment of the present invention, the CDN device
may provide media content acceleration for multiple media servers,
and the user always has the same user identifier in the CDN device.
Compared with the prior art, in this embodiment of the present
invention, personalized operation information of playing program
content when a user accesses multiple media servers may be
collected, and the personalized information of the user is updated
according to the collected personalized operation information, so
that the personalized information of the user is more accurate,
thereby further improving accuracy of an advertisement obtained
according to the personalized information of the user, and
improving a delivery effect of a personalized advertisement.
[0077] Referring to FIG. 3, FIG. 3 is a flow chart of a method for
obtaining a user identifier according to an embodiment of the
present invention.
[0078] In this embodiment of the present invention, in a case that
a program playback request does not carry a user identifier, for
example, in a case that a user deletes the user identifier, before
a CDN device obtains personalized information of the user according
to a corresponding relation between the user identifier and the
personalized information (step A2), the CDN device in this
embodiment of the present invention may obtain the user identifier
of the user, which specifically may include the following
steps:
[0079] C1. The CDN device queries physical access information or an
international mobile subscriber identification of the user
according to an IP address carried in the program playback
request.
[0080] Specifically, when the user accesses the CDN again after
deleting the user identifier, the program playback request carries
an IP address. In this embodiment of the present invention, a
network geography (Network Geo, Network Geography) device is
queried for the physical access information or the international
mobile subscriber identification (IMSI, International mobile
subscriber identification) of the user according to the IP address
carried in the program playback request. The physical access
information or the international mobile subscriber identification
of the user may uniquely indicate the user.
[0081] The Network Geo device may be a broadband remote access
server (BRAS, Broadband Remote Access Server) or a gateway GPRS
supporting node (GGSN, Gateway GPRS Supporting Node), and may also
be another device.
[0082] C2. The CDN device queries a preset corresponding relation
between the physical access information and the user identifier
according to the physical access information, or queries a preset
corresponding relation between the international mobile subscriber
identification and the user identifier according to the
international mobile subscriber identification, so as to obtain the
user identifier.
[0083] Specifically, in this embodiment of the present invention,
the CDN device may query the preset corresponding relation between
the physical access information and the user identifier according
to the physical access information, or query the preset
corresponding relation between the international mobile subscriber
identification and the user identifier according to the
international mobile subscriber identification, so as to obtain the
user identifier.
[0084] After the CDN device obtains the user identifier of the user
according to the IP address, a corresponding relation between the
user identifier and the personalized information is queried
according to the user identifier to obtain the personalized
information of the user, and then the media playback process of
steps A3 and A4 starts to be performed, thereby providing a
personalized advertisement for the user.
[0085] In this embodiment of the present invention, when the user
does not carry the user identifier in the playback request, the
user identifier of the user may be obtained according to the IP
address of the user, so as to obtain the personalized information
of the user according to the user identifier, thereby providing a
personalized advertisement service for the user, improving a
delivery effect of a personalized advertisement, and adapting to
more application scenarios.
[0086] In this embodiment of the present invention, after obtaining
the physical access information or the international mobile
subscriber identification of the user, the CDN device may further
obtain relevant subscription information of the user from a home
location register (HLR, Home Location Register) or a home
subscriber server (HSS, Home Subscriber Server) or a user profile
server function (USPF, User Profile Server Function) device
according to the physical access information or the international
mobile subscriber identification. The relevant subscription
information of the user may include information such as a gender,
an age, an educational level and an occupation of the user. In this
embodiment of the present invention, after obtaining the relevant
subscription information of the user, the CDN device may add the
relevant subscription information into the personalized information
of the user, so as to provide more comprehensive personalized
information, thereby providing a better targeted advertisement for
the user and improving a delivery effect of a personalized
advertisement.
[0087] Referring to FIG. 4, FIG. 4 is a flow chart of a method for
updating personalized information of a user according to
personalized operation information of playing advertisement content
by a user terminal according to an embodiment of the present
invention.
[0088] In the first embodiment of the media playback method of the
present invention, after the advertisement content is sent to the
user terminal (step A4), the following steps may further be
performed.
[0089] D1. The CDN device obtains personalized operation
information of playing, by the user through the terminal, the
advertisement content.
[0090] Specifically, the CDN device may obtain the personalized
operation information of playing, by the user through the terminal,
the advertisement content, for example, operation information such
as forwarding and pause.
[0091] D2. The CDN device updates the personalized information of
the user according to the personalized operation information of the
advertisement content and a preset analysis policy.
[0092] The CDN device updates the personalized information of the
user according to the personalized operation information of the
advertisement content and the preset analysis policy.
[0093] In this embodiment of the present invention, the CDN device
updates the personalized information of the user according to the
personalized operation information of the advertisement content, so
as to more comprehensively obtain the personalized information of
the user, thereby providing a better personalized advertisement
service for the user.
[0094] Referring to FIG. 5, FIG. 5 is a flow chart of a media
playback method according to a second embodiment of the present
invention.
[0095] In the second embodiment of the present invention, when
accessing the Internet through a terminal, a user requests a
network side for a media program, and the user operates the
terminal to access an ingress device of a CP/SP, for example, a
media server. The ingress device may provide an access ingress of
the user terminal.
[0096] The ingress device returns a corresponding page to the
terminal. The page includes a link corresponding to a playlist
file. The terminal requests the ingress device for the playlist
file according to the link. The ingress device sends the playlist
file to the terminal.
[0097] The terminal parses the received playlist file, sends a
program playback request to a CDN device according to a link of
program content in the playlist file, and requests an advertising
server for advertisement content according to a link of
advertisement content in the playlist file. The media playback
method provided by the second embodiment of the present invention
specifically includes:
[0098] E1. An advertising server receives an advertisement playback
request sent by a user terminal, where the advertisement playback
request carries an IP address of the user terminal.
[0099] Specifically, the advertisement playback request received by
the advertising server carries the IP address of the user
terminal.
[0100] E2. The advertising server sends a personalized information
query request to the CDN device, where the personalized information
query request carries the IP address of the user terminal.
[0101] Specifically, the advertising server needs to obtain
personalized information of a user, and therefore sends the
personalized information query request to the CDN device, where the
personalized information query request carries the IP address of
the user terminal.
[0102] After receiving the personalized information query request,
the CDN device obtains the personalized information of the user
according to the IP address of the user terminal, and returns the
personalized information of the user to the advertising server.
[0103] E3. The advertising server receives the personalized
information of the user sent by the CDN device, where the
personalized information of the user is obtained by the CDN device
according to the IP address of the user terminal.
[0104] Specifically, the advertising server receives the
personalized information of the user sent by the CDN device. The
personalized information of the user is, for example, information
such as advertisement content and advertisement length that the
user prefers.
[0105] E4. The advertising server obtains, according to the
personalized information of the user and a preset advertisement
policy, a link of advertisement content that corresponds to the
user, and sends the link of the advertisement content to the user
terminal.
[0106] Specifically, the advertising server may obtain, according
to the personalized information of the user and the preset
advertisement policy, the link of the advertisement content that
corresponds to the user, and send the link of the advertisement
content that corresponds to the user to the user terminal.
[0107] A destination address of the link of the advertisement
content that corresponds to the user may be the CDN device, and may
also be the advertising server.
[0108] For example, the preset advertisement policy in the
advertising server may be: selecting an advertisement matching a
preference of the user. When learning that the user has the highest
degree of concern on automobiles according to the personalized
information of the user, the advertising server obtains a link
corresponding to an automobile advertisement. Definitely, the
preset advertisement policy may also be another policy such as
selecting an advertisement matching an age and a personality of the
user.
[0109] E5. The advertising server or the CDN device receives the
advertisement playback request sent by the user terminal, and sends
advertisement content corresponding to the link to the user
terminal, where the advertisement playback request carries the link
of the advertisement content.
[0110] Specifically, the advertisement playback request carries the
link of the advertisement content. When the destination address of
the link of the advertisement content is the CDN device, the CDN
device in this embodiment of the present invention sends the
advertisement content corresponding to the link of the
advertisement content to the terminal, so as to provide an
advertisement service for the terminal. When the destination
address of the link of the advertisement content is the advertising
server, the advertising server sends the advertisement content
corresponding to the link of the advertisement content to the
terminal, so as to provide the advertisement service for the
terminal.
[0111] In this embodiment of the present invention, the advertising
server queries the CDN device for the personalized information of
the user. As the CDN device may provide media content acceleration
for multiple media servers, the personalized information in the CDN
device may include personalized information when the user accesses
the multiple media servers. Compared with the prior art, in this
embodiment of the present invention, the personalized information
obtained by the advertising server is more comprehensive, so that
the advertisement content obtained according to the personalized
information is more accurate, thereby improving a delivery effect
of a personalized advertisement.
[0112] In this embodiment of the present invention, before the
advertising server sends the personalized information query request
to the CDN device (step E2), the CDN device may receive a program
playback request sent by the user terminal. When the program
playback request carries a user identifier of the user in the CDN
device and the IP address of the user terminal, the CDN device may
record a corresponding relation between the user identifier and the
IP address of the user terminal.
[0113] Furthermore, the CDN device in this embodiment of the
present invention receives the personalized information query
request that carries the IP address of the user terminal and is
sent by the advertising server, queries the corresponding relation
between the user identifier and the IP address of the user terminal
according to the IP address carried in the personalized information
query request to obtain the user identifier of the user, and
thereby queries a corresponding relation between the user
identifier and the personalized information according to the user
identifier to obtain the personalized information of the user and
returns the personalized information of the user to the advertising
server. In this embodiment of the present invention, the obtaining
of the personalized information of the user by the CDN device may
be accelerated, so as to increase a media playback speed and
improve service experience of the user.
[0114] It should be noted that, that the CDN device records the
corresponding relation between the user identifier and the IP
address of the user terminal, and obtains the user identifier
according to the corresponding relation is only an exemplary
implementation manner. After receiving the personalized information
query request carrying the IP address of the user terminal, the CDN
device may query a Network Geo device for physical access
information or an international mobile subscriber identification of
the user according to the IP address, and obtain the user
identifier of the user according to the physical access information
or the international mobile subscriber identification. The
obtaining process is already described in detail in steps C1 and
C2, and the description is not repeated herein.
[0115] Furthermore, in this embodiment of the present invention,
when the program playback request received by the CDN device does
not carry the user identifier, the CDN device queries the Network
Geo device for the physical access information or the international
mobile subscriber identification of the user according to the IP
address carried in the program playback request, and obtains the
user identifier of the user according to the physical access
information or the international mobile subscriber identification.
The obtaining process is already described in detail in steps C1
and C2, and the description is not repeated herein.
[0116] In the second embodiment of the present invention, after
receiving the program playback request of the user terminal, the
CDN device may send program content corresponding to the program
playback request to the terminal, and the terminal plays the
program content. In the second embodiment of the present invention,
the personalized information of the user may further be updated
according to personalized operation information of the program
content of the user terminal, the specific process is the same as
that in steps B1 and B2, and the description is not repeated
herein.
[0117] In the second embodiment of the present invention, the CDN
device may further update the personalized information of the user
according to personalized operation information of playing the
advertisement content by the user terminal, where the specific
process is the same as steps D1 and D2, and the description is not
repeated herein.
[0118] In the second embodiment of the present invention, after
obtaining the physical access information or the international
mobile subscriber identification of the user according to the IP
address of the user terminal, the CDN device may further query a
home location register or a home subscriber server or a user
profile server function device for relevant subscription
information of the user according to the physical access
information or the international mobile subscriber identification,
where the relevant subscription information of the user may include
information such as a gender, an age, an educational level and an
occupation of the user.
[0119] After obtaining the relevant subscription information of the
user, the CDN device adds the relevant subscription information of
the user into the personalized information of the user, so as to
provide the more comprehensive personalized information, thereby
providing a better targeted advertisement for the user and
improving the delivery effect of the personalized
advertisement.
[0120] Referring to FIG. 6, FIG. 6 is a flow chart of a media
playback method according to a third embodiment of the present
invention.
[0121] In this embodiment of the present invention, when accessing
the Internet through a terminal, a user requests a network side
media server for a program, and the user operates the terminal to
access an ingress device of a CP/SP. The ingress device returns a
corresponding page to the terminal. The page includes a link
corresponding to a playlist file. The terminal requests the ingress
device for the playlist file according to the link. The ingress
device sends an advertisement content query request to an
advertising server according to the request. The media playback
method provided by this embodiment of the present invention
includes:
[0122] F1. An advertising server receives an advertisement content
query request sent by an ingress device, where the advertisement
content query request carries a user identifier of a user.
[0123] Specifically, the advertising server receives the
advertisement content query request sent by the ingress device,
where the advertisement content query request carries the user
identifier of the user.
[0124] F2. The advertising server sends a personalized information
query request to a CDN device, where the personalized information
query request carries the user identifier.
[0125] Specifically, the advertising server sends the personalized
information query request to the CDN device according to the user
identifier, where the personalized information query request
carries the user identifier.
[0126] After receiving the personalized information query request,
the CDN device queries a corresponding relation between the user
identifier and personalized information according to the user
identifier to obtain the personalized information of the user, and
returns the personalized information of the user to the advertising
server.
[0127] F3. The advertising server receives the personalized
information of the user returned by the CDN device, where the
personalized information is obtained by the CDN device by querying
the corresponding relation between the user identifier and the
personalized information according to the user identifier.
[0128] Specifically, the advertising server receives the
personalized information of the user sent by the CDN device, where
the personalized information of the user is, for example,
information such as advertisement content and advertisement length
that the user prefers.
[0129] F4. The advertising server obtains a link of advertisement
content according to the personalized information of the user and a
preset advertisement policy, and sends the link of the
advertisement content to a user terminal through the ingress
device.
[0130] Specifically, the advertising server may obtain, according
to the personalized information of the user and the preset
advertisement policy, the link of the advertisement content of the
user, and send the link of the advertisement content that
corresponds to the user to the user terminal through the ingress
device.
[0131] A destination address of the link of the advertisement
content that corresponds to the user may be the CDN device, and may
also be the advertising server.
[0132] For example, the preset advertisement policy in the
advertising server may be: selecting an advertisement matching a
preference of the user. After learning that the user has the
highest degree of concern on automobiles according to the
personalized information of the user, the advertising server
obtains a link corresponding to an automobile advertisement.
Definitely, the preset advertisement policy may also be another
policy such as selecting an advertisement matching an age and a
personality of the user.
[0133] F5. The advertising server or the CDN device receives an
advertisement playback request sent by the user terminal, and sends
advertisement content corresponding to the link to the user
terminal, where the advertisement playback request carries the link
of the advertisement content.
[0134] Specifically, the advertisement playback request carries the
link of the advertisement content. When the destination address of
the link of the advertisement content is the CDN device, the CDN
device in this embodiment of the present invention sends the
advertisement content corresponding to the link of the
advertisement content to the terminal, so as to provide an
advertisement service for the terminal. When the destination
address of the link of the advertisement content is the advertising
server, the advertising server sends the advertisement content
corresponding to the link of the advertisement content to the
terminal, so as to provide the advertisement service for the
terminal.
[0135] In the third embodiment of the present invention, the
advertising server queries the CDN device for the personalized
information of the user. As the CDN device may provide media
content acceleration for multiple media servers, the personalized
information in the CDN device may include personalized information
when the user accesses the multiple media servers. Compared with
the prior art, in the third embodiment of the present invention,
the personalized information obtained by the advertising server is
more comprehensive, so that the advertisement content obtained
according to the personalized information is more accurate, thereby
improving a delivery effect of a personalized advertisement.
[0136] In the third embodiment of the present invention, the
ingress device may receive a playlist request sent by the terminal,
and redirect the playlist request to the CDN device. In this case,
the terminal sends the playlist request to the CDN device, where
the playlist request carries address information of the ingress
device. In the third embodiment of the present invention, before
the advertising server receives the advertisement content query
request sent by the ingress device, the CDN device may receive the
playlist request of the terminal, where the playlist request
carries the address information of the ingress device.
[0137] When the playlist request received by the CDN device carries
the user identifier of the user in the CDN device, the CDN device
redirects the playlist request to the ingress device according to
the address information of the ingress device. After receiving the
redirected playlist request, the ingress device sends the
advertisement content query request to the advertising server
according to the user identifier carried in the playlist request,
where the advertisement content query request carries the user
identifier of the user.
[0138] It should be noted that, when the playlist request received
by the CDN device does not carry the user identifier of the user in
the CDN device, the CDN device may obtain the user identifier of
the user according to an IP address carried in the playlist
request, and add the user identifier of the user in the playlist
request when redirecting the playlist request to the ingress
device. The process in which the CDN device obtains the user
identifier of the user according to the IP address carried in the
playlist request is the same as steps C1 and C2, and the
description is not repeated herein.
[0139] Referring to FIG. 7, FIG. 7 is a flow chart of a method for
sending a link of advertisement content to a user terminal through
an ingress device according the third embodiment of the present
invention.
[0140] In the third embodiment of the present invention, the
advertising server sends the link of the advertisement content to
the user terminal through the ingress device, which may
specifically include:
[0141] G1. The advertising server sends the link of the
advertisement content to the ingress device.
[0142] G2. The ingress device updates the playlist file
corresponding to the playlist request according to the link of the
advertisement content, and sends the updated playlist file to the
user terminal.
[0143] Specifically, the ingress device updates the playlist file
corresponding to the playlist request according to the link of the
advertisement content, and sends the updated playlist file to the
user terminal. It should be noted that, the ingress device may also
directly send the link of the advertisement content to the user
terminal.
[0144] In this embodiment of the present invention, the playlist is
updated, so as to achieve automatic insertion of the advertisement
content, thereby providing a personalized advertisement service for
the user.
[0145] Referring to FIG. 8, FIG. 8 is a flow chart of a media
playback method according to a fourth embodiment of the present
invention.
[0146] In this embodiment of the present invention, when accessing
the Internet through a terminal, a user requests a network side
server for a program, and the user terminal accesses an ingress
device of a CP/SP. The ingress device may be, for example, a media
server, and provide an access ingress of the user terminal. The
ingress device returns a corresponding page to the terminal. The
page includes a link corresponding to a playlist file. The terminal
sends a program playlist request according to the link. The media
playback method provided by this embodiment of the present
invention may include:
[0147] H1. Receive a playlist request that is sent through a
terminal by a user.
[0148] Specifically, a program playback request in this embodiment
of the present invention is a playlist request. A CDN device
receives the playlist request that is sent through the terminal by
the user.
[0149] H2. According to the playlist request, obtain a
corresponding playlist file and program content related information
that corresponds to the playlist file.
[0150] Specifically, the playlist request may carry an address of
the playlist file. In this embodiment of the present invention, the
CDN device may obtain the corresponding playlist file according to
the address. Program content corresponding to the playlist file may
be stored in the CDN device in advance.
[0151] The program content related information may be stored in the
CDN device, and may include a description of the program content,
for example, a program type: comedy, news, horror, action, romance,
and so on, or a keyword description: basketball, swimming,
traveling, cosmetic, food, and so on.
[0152] H3. When the program playlist request carries a user
identifier of the user in the CDN device, query a corresponding
relation between the user identifier and personalized information
of the user according to the user identifier, so as to obtain the
personalized information of the user.
[0153] Specifically, if the program playlist request carries the
user identifier, it is indicated that this is not the first time
that the user accesses the Internet through the CDN. In this
embodiment of the present invention, the preset corresponding
relation between the user identifier and the personalized
information of the user is queried according to the user
identifier, so as to obtain the personalized information of the
user.
[0154] If the program playlist request does not carry the user
identifier, the user identifier is obtained according to an IP
address carried in the program playlist request. The specific
process is already described in steps B1 and B2, and the
description is not repeated herein.
[0155] H4. The CDN device sends an advertisement query request to
an advertising server, where the advertisement query request
carries the personalized information and the program content
related information that corresponds to the playlist file.
[0156] Specifically, in this embodiment of the present invention,
after obtaining the personalized information of the user, the CDN
device sends the advertisement query request to the advertising
server to query advertisement content required to be played to the
user.
[0157] The advertisement query request carries the personalized
information and the program content related information that
corresponds to the playlist file.
[0158] H5. The advertising server obtains, according to the
personalized information and the program content related
information that are carried in the advertisement query request and
a preset advertisement configuration policy, a link of the
advertisement content that corresponds to the user, where a
destination address of the link of the advertisement content is the
CDN device or the advertising server.
[0159] Specifically, after receiving the advertisement query
request sent by the CDN device, the advertising server obtains,
according to the personalized information and the program content
related information that are carried in the advertisement query
request and the preset advertisement configuration policy, the link
of the advertisement content that corresponds to the user. The
destination address of the link of the advertisement content that
corresponds to the user may be the CDN device, and may also be the
advertising server.
[0160] The advertisement configuration policy may include, for
example:
[0161] (1) selecting, according to a geographical location of the
terminal, advertisement content to be played;
[0162] (2) selecting, according to time, the advertisement content
to be played;
[0163] (3) selecting, according to a currently played program, the
advertisement content to be played;
[0164] (4) selecting, according to charging information of
different pieces of advertisement content, the advertisement
content to be played; and
[0165] (4) selecting, according to preference information of a
current user, the advertisement content to be played.
[0166] For example, three candidate advertisements correspond to a
program A. The three advertisements correspond to food, sport, and
automobiles, respectively. The preset advertisement policy is:
selecting, according to preference information of a user, the
advertisement content to be played. The advertising server learns
that the user has the highest degree of concern on automobiles
according to the personalized information of the user, and
therefore obtains a link corresponding to the automobile
advertisement. Definitely, the preset advertisement policy may also
be another policy such as selecting an advertisement matching an
age and a personality of the user.
[0167] H6. The advertising server sends the link of the
advertisement content to the CDN device.
[0168] H7. The CDN device updates the playlist file according to
the link of the advertisement content.
[0169] Specifically, after receiving the link of the advertisement
content, the CDN device updates, according to the link of the
advertisement content, the playlist file that corresponds to the
playlist request.
[0170] H8. The updated playlist file is sent to the terminal.
[0171] The CDN device sends the updated playlist file to the
terminal according to the playlist request.
[0172] After receiving the updated playlist file, the terminal
sends an advertisement playback request to the CDN device or the
advertising server according to the link of the advertisement
content, and sends the program playback request to the CDN device
according to a link of program content.
[0173] H9. The CDN device receives the program playback request
sent by the terminal.
[0174] H10. The CDN device sends program content corresponding to
the program playback request to the terminal.
[0175] Specifically, in this embodiment of the present invention,
the CDN device may send the program content corresponding to the
program playback request to the terminal. The program content may
be stored in the CDN device, that is, the program content is
accelerated through the CDN device, and the CDN device sends the
program content to the terminal.
[0176] H11. The CDN device or the advertising server receives the
advertisement playback request sent by the terminal, where the
advertisement playback request carries the link of the
advertisement content.
[0177] Specifically, when the destination address of the link of
the advertisement content is the CDN device, the CDN device
receives the advertisement playback request sent by the terminal.
When the destination address of the link of the advertisement
content is the advertising server, the advertising server receives
the advertisement playback request sent by the terminal.
[0178] H12. The CDN device or the advertising server sends the
advertisement content corresponding to the link of the
advertisement content to the terminal.
[0179] Specifically, in this embodiment of the present invention,
the CDN device or the advertising server sends the advertisement
content corresponding to the link of the advertisement content to
the terminal, so as to provide the corresponding advertisement
service for the terminal.
[0180] It should be noted that, steps H9 and H10 of sending the
program content to the terminal may be independent, in terms of
time slot, from steps H11 and H12 of sending the advertisement
content to the terminal. That is, the advertisement content may be
sent to the terminal first, and then the program content is sent to
the terminal.
[0181] H13. Obtain personalized operation information of playing,
by the user through the terminal, the program content, and update
the personalized information of the user according to the program
content related information, the personalized operation information
of the program content, and a preset analysis policy.
[0182] Specifically, in this embodiment of the present invention,
the CDN device may obtain the personalized operation information of
playing, by the user through the terminal, the program content, and
update the personalized information of the user according to the
program content related information, the personalized operation
information of the program content, and the preset analysis policy,
so that the personalized information of the user is capable of
always reflecting a current personalized requirement of the user,
thereby providing a better personalized advertisement service for
the user.
[0183] In this embodiment of the present invention, the playlist
file requested by the terminal is updated, so as to play the
personalized advertisement to the user. Furthermore, the update
process of the playlist file is transparent to the user, and a
client requests a corresponding advertisement according to the
modified playlist file, so as to achieve automatic insertion of the
advertisement content, thereby providing the personalized
advertisement service for the user.
[0184] Referring to FIG. 9, FIG. 9 is a flow chart of a media
playback method according to a fifth embodiment of the present
invention.
[0185] In this embodiment of the present invention, when accessing
the Internet through a terminal, a user requests a network side for
a media program, and the user operates the terminal to access an
ingress device of a CP/SP. The ingress device returns a
corresponding page to the terminal. The page includes a link
corresponding to a playlist file. The terminal requests the ingress
device for the playlist file according to the link. The ingress
device sends the playlist file to the terminal.
[0186] The terminal parses the received playlist file, and requests
a CDN for program content according to a link of the program
content in the playlist file, that is, sends a program playback
request. The media playback method provided by this embodiment of
the present invention may include:
[0187] S1. A CDN device receives a program playback request sent by
a user terminal.
[0188] Specifically, the CDN device may receive the program
playback request sent by the user terminal. The program playback
request may carry a user identifier of a user and an IP address
corresponding to the user identifier.
[0189] S2. The CDN device obtains program content related
information corresponding to the program playback request.
[0190] The program content related information may be stored in the
CDN device, and may include a description of the program content,
for example, a program type: comedy, news, horror, action, romance,
and so on, or a keyword description: basketball, swimming,
traveling, cosmetic, food, and so on.
[0191] S3. The CDN device sends program content corresponding to
the program playback request to the terminal.
[0192] Specifically, in this embodiment of the present invention,
the CDN device may send the program content corresponding to the
program playback request to the terminal. The program content may
be stored in the CDN device, that is, the program content is
accelerated through the CDN device.
[0193] The terminal further requests an advertising server for
advertisement content according to a link of the advertisement
content in the received playlist file, that is, sends a first
advertisement playback request.
[0194] S4. The advertising server receives the first advertisement
playback request sent by the terminal, where the first
advertisement playback request carries the IP address of the
user.
[0195] S5. The advertising server sends a personalized information
query request to the CDN device according to the first
advertisement playback request, where the personalized information
query request carries the IP address.
[0196] Specifically, the advertising server needs to obtain,
according to the personalized information of the user, the
advertisement content required to be played to the user, and
therefore sends the personalized information query request to the
CDN device according to the first advertisement playback request.
The personalized information query request carries the IP
address.
[0197] S6. The CDN device obtains the user identifier of the user
according to the IP address carried in the personalized information
query request.
[0198] Specifically, the CDN device receives the program playback
request in step D1. The program playback request carries the user
identifier and the corresponding IP address. After receiving the
personalized information query request, the CDN device obtains,
according to the IP address carried in the personalized information
query request, the user identifier corresponding to the IP address,
and then step D6 is performed.
[0199] The process in which the CDN device obtains, according to
the IP address, the user identifier corresponding to the IP address
may be the same as steps C1 and C2, and the description is not
repeated herein.
[0200] S7. The CDN device queries a preset corresponding relation
between the user identifier and the personalized information of the
user according to the user identifier, so as to obtain the
personalized information of the user.
[0201] Specifically, a corresponding relation exists between the
personalized information of the user and the user identifier. The
personalized information may include an advertisement preference of
the user, personal information of the user, and son on, and the
advertisement preference may be an advertisement type,
advertisement content, and so on. The personalized information of
the user may be collected when the user subscribes to an Internet
service, and may also be collected when the user accesses the
Internet.
[0202] Furthermore, in this embodiment of the present invention,
the preset corresponding relation between the user identifier and
the personalized information of the user is queried according to
the user identifier, so as to obtain the personalized information
of the user. For the corresponding relation, when the user accesses
the Internet, the personalized information of the user may be
obtained, and the corresponding relation between the personalized
information of the user and the user identifier may be
established.
[0203] S8. The CDN sends the personalized information of the user
and the program content related information that corresponds to the
program playback request to the advertising server according to the
personalized information query request.
[0204] Specifically, the CDN device may return the personalized
information of the user and the program content related information
that corresponds to the program playback request to the advertising
server according to the personalized information query request.
[0205] The program content related information may include a
description of the program content, for example, a program type:
comedy, news, horror, action, romance, and so on, or a keyword
description: basketball, swimming, traveling, cosmetic, food, and
so on.
[0206] It should be noted that, in this embodiment of the present
invention, that the CDN device sends the program content related
information and the personalized information of the user to the
advertising server is only an exemplary implementation manner, and
thereby the obtaining, by the CDN device, the program content
related information is also an exemplary manner. Alternatively, the
CDN device may send only the personalized information of the user
to the advertising server, and the advertising server obtains,
according to the personalized information of the user and an
advertisement configuration policy, the link of the advertisement
content required to be played to the user.
[0207] S9. The advertising server obtains, according to the
personalized information and the program content related
information that are carried in the advertisement query request and
the preset advertisement configuration policy, the link of the
advertisement content that corresponds to the user, where a
destination address of the link of the advertisement content is the
CDN or the advertising server.
[0208] Specifically, after receiving the advertisement query
request sent by the CDN device, the advertising server obtains,
according to the personalized information and the program content
related information that are carried in the advertisement query
request and the preset advertisement configuration policy, the link
of the advertisement content that corresponds to the user. The
destination address of the link of the advertisement content that
corresponds to the user may be the CDN device, and may also be the
advertising server.
[0209] The advertisement configuration policy may include, for
example:
[0210] (1) selecting, according to a geographical location of the
terminal, advertisement content to be played;
[0211] (2) selecting, according to time, the advertisement content
to be played;
[0212] (3) selecting, according to a currently played program, the
advertisement content to be played;
[0213] (4) selecting, according to charging information of
different pieces of advertisement content, the advertisement
content to be played; and
[0214] (4) selecting, according to preference information of a
current user, the advertisement content to be played.
[0215] For example, three candidate advertisements correspond to a
program A. The three advertisements correspond to food, sport, and
automobiles, respectively. The preset advertisement policy is:
selecting, according to preference information of a user, the
advertisement to be played. The advertising server 1 earns that the
user has the highest degree of concern on automobiles according to
the personalized information of the user, and therefore obtains a
link corresponding to the automobile advertisement. Definitely, the
preset advertisement policy may also be another policy such as
selecting an advertisement matching an age and a personality of the
user.
[0216] S10. The advertising server sends the link of the
advertisement content to the terminal according to the first
advertisement playback request.
[0217] Specifically, after receiving the link of the advertisement
content, the terminal requests the advertising server or the CDN
device for an advertisement content according to the destination
address of the link, that is, sends a second advertisement playback
request to the CDN or the advertising server.
[0218] S11. The CDN device or the advertising server receives the
second advertisement playback request sent by the terminal, where
the second advertisement playback request carries the link of the
advertisement content.
[0219] Specifically, when the destination address of the link of
the advertisement content is the CDN device, the CDN device
receives the second advertisement playback request sent by the
terminal. When the destination address of the link of the
advertisement content is the advertising server, the advertising
server receives the second advertisement playback request sent by
the terminal.
[0220] S12. The CDN device or the advertising server sends the
advertisement content corresponding to the link of the
advertisement content to the terminal.
[0221] Specifically, in this embodiment of the present invention,
the CDN device or the advertising server sends the advertisement
content corresponding to the link of the advertisement content to
the terminal, so as to provide a corresponding advertisement
service for the terminal.
[0222] S13. Obtain personalized operation information of playing,
by the user through the terminal, the program content, and update
the personalized information of the user according to the program
content related information, the personalized operation information
of the program content, and a preset analysis policy.
[0223] Specifically, in this embodiment of the present invention,
the CDN device may obtain the personalized operation information of
playing, by the user through the terminal, the program content, and
update the personalized information of the user according to the
program content related information, the personalized operation
information of the program content, and the preset analysis policy,
so that the personalized information of the user is always capable
of reflecting a current personalized requirement of the user,
thereby providing a better personalized advertisement service for
the user.
[0224] In this embodiment of the present invention, the process in
which the advertising server determines the actual advertisement
content is transparent to the terminal. After receiving a link of
reselected advertisement content, the terminal directly requests
the advertisement content, so as to achieve automatic insertion of
the advertisement, thereby providing the personalized advertisement
service for the user.
[0225] Referring to FIG. 10, FIG. 10 is a flow chart of a media
playback method according to a sixth embodiment of the present
invention.
[0226] In this embodiment of the present invention, when accessing
the Internet through a terminal, a user requests a network side
server for a program, and the user operates the terminal to access
an ingress device of a CP/SP. The ingress device returns a
corresponding page to the terminal. The page includes a link
corresponding to a playlist file. The terminal requests the ingress
device for the playlist file according to the link. That is, the
terminal sends a first playlist request to the ingress device to
request program content.
[0227] Q1. An ingress device receives a first playlist request that
is sent through a terminal by a user.
[0228] Specifically, the ingress device receives the first playlist
request that is sent through the terminal by the user.
[0229] Q2. According to the first playlist request, obtain a
corresponding playlist file and program content related information
that corresponds to the playlist file.
[0230] Specifically, the ingress device obtains, according to the
first playlist request, the corresponding playlist file and the
program content related information that corresponds to the
playlist file. In this embodiment of the present invention, the
ingress device may store the playlist file that corresponds to the
playlist request.
[0231] The program content related information may include a
description of the program content, for example, a program type:
comedy, news, horror, action, romance, and so on or a keyword
description: basketball, swimming, traveling, cosmetic, food, and
so on.
[0232] Q3. The ingress device redirects the first playlist request
to a CDN device.
[0233] Specifically, the ingress device redirects the first
playlist request to the CDN device.
[0234] The terminal sends a second playlist request to the CDN
device according to the redirected playlist request. If the
terminal stores a user identifier of the user, the second playlist
request sent to the CDN device may carry the user identifier. If
the terminal does not store the user identifier of the user, the
second playlist request carries an IP address of the user.
[0235] For example, assuming that an original playlist request is
http://www.sina.com/c001/playlist, a redirected playlist request
is: http://www.cdn.com/www.sina.com/c001/playlist?uid=include.
[0236] The second playlist request may carry an identifier of the
ingress device, so as to help the CDN device to redirect the second
playlist request to the ingress device again.
[0237] Q4. The CDN device receives the second playlist request sent
by the user terminal.
[0238] Q5. The CDN device redirects the second playlist request to
the ingress device again.
[0239] Specifically, when the second playlist request carries the
user identifier, the CDN device redirects the second playlist
request to the ingress device again. If the second playlist request
message does not carry the user identifier, the corresponding user
identifier is obtained according to the IP address of the user,
steps C1 and C2 serve as a reference for the detailed process, and
the user identifier is sent to the terminal.
[0240] It is assumed that the second playlist request sent by the
user to the CDN carries the user identifier, for example, Cookie,
and the redirected second playlist request is
http://www.sina.com/c001/playlist?uid=Cookie_XXX.
[0241] The terminal sends a third playlist request to the ingress
device according to the redirected second playlist request. The
third playlist request carries the user identifier.
[0242] Q6. The ingress device receives the third playlist request
sent by the user terminal, where the third playlist request carries
the user identifier of the user.
[0243] Q7. The ingress device sends an advertisement content query
request to an advertising server, where the advertisement content
query request carries the program content related information that
corresponds to the playlist file and the user identifier.
[0244] Specifically, in this embodiment of the present invention,
the ingress device sends the advertisement content query request to
the advertising server, where the advertisement content query
request carries the user identifier and the program content related
information that corresponds to the playlist file.
[0245] Q8. The advertising server sends a personalized information
query request to the CDN according to the advertisement content
query request, where the personalized information query request
carries the user identifier.
[0246] Specifically, the advertising server needs to obtain,
according to the personalized information of the user, the
advertisement content required to be played to the user, and
therefore sends the personalized information query request to the
CDN device according to the advertisement content query request.
The personalized information query request carries the user
identifier.
[0247] Q9. The CDN device queries a preset corresponding relation
between the user identifier and the personalized information of the
user according to the user identifier, so as to obtain the
personalized information of the user.
[0248] Specifically, a corresponding relation exists between the
personalized information of the user and the user identifier. The
personalized information may include an advertisement preference of
the user, personal information of the user, and so on, and the
advertisement preferences may be an advertisement type,
advertisement content, and so on. The personalized information of
the user may be collected when the user subscribes to an Internet
service, and may also be collected when the user accesses the
Internet.
[0249] Furthermore, in this embodiment of the present invention,
the preset corresponding relation between the user identifier and
the personalized information of the user is queried according to
the user identifier, so as to obtain the personalized information
of the user. For the corresponding relation, when the user accesses
the Internet, the personalized information of the user may be
obtained, and the corresponding relation between the personalized
information of the user and the user identifier may be
established.
[0250] Q10. The CDN sends the personalized information of the user
to the advertising server.
[0251] Specifically, the CDN device sends the personalized
information of the user to the advertising server according to the
personalized information query request.
[0252] Q11. The advertising server obtains, according to the
personalized information of the user, the program content related
information and a preset advertisement configuration policy, a link
of advertisement content that corresponds to the user, where a
destination address of the link of the advertisement content is the
CDN device or the advertising server.
[0253] Specifically, the advertising server obtains, according to
the personalized information of the user, the program content
related information and the preset advertisement configuration
policy, the link of the advertisement content that corresponds to
the user. The destination address of the link of the advertisement
content that corresponds to the user may be the CDN device or the
advertising server.
[0254] For example, three candidate advertisements correspond to a
program A. The three advertisements correspond to food, sport, and
automobiles, respectively. The preset advertisement policy is:
selecting an advertisement matching a preference of the user. The
advertising server learns that the user has the highest degree of
concern on automobiles according to the personalized information of
the user, and therefore obtains a link corresponding to the
automobile advertisement. Definitely, the preset advertisement
policy may also be another policy such as selecting an
advertisement matching an age and a personality of the user.
[0255] Q12. The advertising server sends the link of the
advertisement content to the ingress device.
[0256] Q13. The ingress device updates the playlist file according
to the link of the advertisement content.
[0257] Specifically, after receiving the link of the advertisement
content, the ingress device updates, according to the link of the
advertisement content, the playlist file that corresponds to the
playlist request.
[0258] Q14. Send the updated playlist file to the terminal.
[0259] Specifically, the ingress device sends the updated playlist
file to the terminal according to the playlist request.
[0260] After receiving the updated playlist file, the terminal
requests media content according to the link in the playlist file.
The media content includes the advertisement content and the
program content.
[0261] Q15. The CDN device receives an advertisement playback
request and/or a program playback request sent by the terminal,
where the media playback request carries the link of the
advertisement content and/or the program content.
[0262] Q16. The CDN device sends the corresponding advertisement
content and/or program content to the terminal.
[0263] Specifically, in this embodiment of the present invention,
the CDN device sends the advertisement content that corresponds to
the link of the advertisement content and/or the program content
corresponding to the link of the program content to the terminal,
so as to provide a corresponding media service for the
terminal.
[0264] In this embodiment of the present invention, if the link of
the advertisement content is the advertising server, the terminal
sends the advertisement playback request to the advertising server,
and the advertising server starts to perform steps E17 and E18.
[0265] Q17. The advertising server receives the advertisement
playback request sent by the terminal, where the advertisement
playback request carries the link of the program content.
[0266] Q18. The advertising server sends the corresponding
advertisement content to the terminal.
[0267] Q19. The CDN device obtains personalized operation
information of playing, by the user through the terminal, the
program content, updates the personalized information of the user
according to the program content related information, the
personalized operation information of the program content, and a
preset analysis policy.
[0268] For steps Q15 to Q18, it should be noted that the
advertisement content corresponding to the link may be sent by the
advertising server or the CDN device to the user terminal.
[0269] Specifically, in this embodiment of the present invention,
the CDN device may obtain the personalized operation information of
playing, by the user through the terminal, the program content, and
update the personalized information of the user according to the
program content related information, the personalized operation
information of the program content, and the preset analysis policy,
so that the personalized information of the user is capable of
always reflecting a current personalized requirement of the user,
thereby providing a better personalized advertisement service for
the user.
[0270] In this embodiment of the present invention, the playlist
file requested by the terminal is updated, so as to play the
personalized advertisement to the user. Furthermore, the update
process of the playlist file is transparent to the user, and a
client requests a corresponding advertisement according to the
modified playlist file, so as to achieve automatic insertion of the
advertisement content, thereby providing the personalized
advertisement service for the user.
[0271] The media playback methods provided by the embodiments of
the present invention are described in the foregoing in detail. In
the first, the second, the third, the fourth, the fifth and the
sixth embodiments of the present invention, the advertising server
may be integrated into the CDN device, that is, the CDN device
includes a module capable of performing a function of the
advertising server, thereby making a networking manner more
flexible.
[0272] Furthermore, embodiments of the present invention further
provide a corresponding content delivery network device and media
server. Referring to FIG. 11, FIG. 11 is a schematic structural
diagram of a content delivery network device according to a seventh
embodiment of the present invention.
[0273] The content delivery network device provided by this
embodiment of the present invention includes:
[0274] a first obtaining unit 110, configured to obtain a user
identifier of a user terminal; and
[0275] a personalized information obtaining unit 120, configured to
query a corresponding relation between the user identifier and
personalized information according to the user identifier of the
user terminal to obtain the personalized information of a user, and
send the personalized information of the user to an advertising
server, so that the advertising server obtains a link of
advertisement content according to the personalized information of
the user and a preset advertisement policy.
[0276] The content delivery network device provided by this
embodiment of the present invention may be used in the preceding
embodiments of the media playback methods. As the CDN device may
provide media content acceleration for multiple media servers, and
the user always has the same user identifier in the CDN device, the
personalized information in the CDN device may include personalized
information when the user accesses the multiple media servers.
Compared with the prior art, the personalized information of the
user provided by this embodiment of the present invention is more
comprehensive, so that the advertisement content obtained according
to the personalized information of the user in this embodiment of
the present invention is more accurate, thereby improving a
delivery effect of a personalized advertisement.
[0277] The content delivery network device provided by this
embodiment of the present invention may further include:
[0278] a first playlist update unit 130, configured to receive the
link of the advertisement content sent by the advertising server,
update a playlist file according to the link of the advertisement
content, and send the updated playlist file to the user terminal;
and
[0279] a first advertisement content sending unit 140, configured
to receive the link of the advertisement content sent by the
advertising server, and send advertisement content corresponding to
the link to the user terminal.
[0280] Furthermore, in the content delivery network device of this
embodiment of the present invention, the first obtaining unit 110
is specifically configured to receive a program playback request
sent by the user terminal, and obtain the user identifier when the
program playback request carries the user identifier of the user
terminal; or
[0281] the first obtaining unit 110 is specifically configured to
receive the program playback request sent by the user terminal,
query, when the program playback request does not carry the user
identifier of the user terminal, physical access information or an
international mobile subscriber identification of the user
according to an IP address of the user carried in the program
playback request, and query a preset corresponding relation between
the physical access information and the user identifier according
to the physical access information or query a preset corresponding
relation between the international mobile subscriber identification
and the user identifier according to the international mobile
subscriber identification to obtain the user identifier; or
[0282] the first obtaining unit 110 is specifically configured to
receive a personalized information query request sent by the
advertising server, and obtain the user identifier of the user
terminal carried in the personalized information query request.
[0283] In this embodiment of the content delivery network device,
the first obtaining unit 110 is further configured to obtain
personalized operation information of playing, by the user
terminal, program content. The content delivery network device
further includes:
[0284] an updating unit 150, configured to update the personalized
information of the user according to the personalized operation
information that is obtained by the first obtaining unit and a
preset analysis policy.
[0285] In this embodiment of the content delivery network device,
after the first obtaining unit 110 obtains the physical access
information or the international mobile subscriber identification
of the user, the first obtaining unit 110 is further configured to
query a home location register or a home subscriber server or a
user profile server function device according to the physical
access information or the international mobile subscriber
identification of the user to obtain relevant subscription
information of the user. The updating unit 150 is further
configured to add the relevant subscription information of the user
into the personalized information of the user.
[0286] Referring to FIG. 12, FIG. 12 is a schematic structural
diagram of an advertising server according to an eighth embodiment
of the present invention.
[0287] The advertising server provided by this embodiment of the
present invention may include:
[0288] a personalized information querying unit 210, configured to
send a personalized information query request to a CDN device,
where the personalized information query request carries an IP
address or a user identifier of a user terminal;
[0289] a personalized information receiving unit 220, configured to
receive personalized information of a user sent by the CDN device,
where the personalized information of the user is obtained by the
CDN device according to the IP address of the user terminal or the
user identifier; and
[0290] an advertisement link obtaining unit 230, configured to
obtain, according to the personalized information of the user and a
preset advertisement policy, a link of advertisement content that
corresponds to the user.
[0291] The advertising server provided by this embodiment of the
present invention may further include:
[0292] a receiving unit 240, configured to receive an advertisement
playback request sent by the user terminal, where the advertisement
playback request carries the IP address of the user terminal; or,
configured to receive an advertisement content query request sent
by an ingress device, where the advertisement content query request
carries the user identifier of the user terminal;
[0293] a second playlist updating unit 250, configured to update a
playlist file according to the link of the advertisement content
that corresponds to the user, where the link is obtained by the
advertisement link obtaining unit 230, and send the updated
playlist file to the user terminal; and
[0294] a second advertisement content sending unit 260, configured
to send advertisement content corresponding to the link to the user
terminal.
[0295] The advertising server provided by this embodiment of the
present invention may be used in the preceding embodiments of the
media playback methods. The advertising server queries the CDN
device for the personalized information of the user. As the CDN
device may provide media content acceleration for multiple media
servers, the personalized information in the CDN device may include
personalized information when the user accesses the multiple media
servers. Compared with the prior art, in this embodiment of the
present invention, the personalized information obtained by the
advertising server is more comprehensive, so that the advertisement
content obtained according to the personalized information is more
accurate, thereby improving a delivery effect of a personalized
advertisement.
[0296] Furthermore, referring to FIG. 13, FIG. 13 is a schematic
structural diagram of a media playback system according to a ninth
embodiment of the present invention. The media playback system may
include: an advertising server 310 and a CDN device 320.
[0297] The advertising server 310 is configured to send a
personalized information query request to the CDN device 320, where
the personalized information query request carries an IP address of
a user terminal or a user identifier.
[0298] The CDN device 320 obtains personalized information of a
user according to the IP address of the user terminal or the user
identifier.
[0299] The advertising server 310 is configured to receive the
personalized information of the user sent by the CDN device 320,
and obtain, according to the personalized information of the user
and a preset advertisement policy, a link of advertisement content
that corresponds to the user.
[0300] The advertising server 310 or the CDN device 320 sends
advertisement content corresponding to the link to the user
terminal.
[0301] The advertising server and the content delivery network
device in the media playback system are already described in the
corresponding embodiment of the advertising server and the
corresponding embodiment of the content delivery network device,
and the description is not repeated herein.
[0302] It should be noted that, information exchange between units
and modules in the system and devices and execution processes are
based on the same idea as the method embodiments of the present
invention, and therefore the descriptions in the method embodiments
of the present invention may serve as a reference for detailed
content, which is not repeated herein.
[0303] Persons of ordinary skill in the art should understand that,
all of or a part of the steps in the methods according to the
embodiments may be implemented by a computer program instructing
relevant hardware. The program may be stored in a computer readable
storage medium. When the program is run, the steps of the methods
according to the embodiments are performed. The storage medium may
be a magnetic disk, an optical disk, a read-only memory (Read-Only
Memory, ROM), a random access memory (Random Access Memory, RAM),
and so on.
[0304] The media playback method, the media playback system
implementing the method, the content delivery network device and
the advertising server of the present invention are described in
detail in the foregoing. Persons of ordinary skill in the art can
make modifications in terms of the specific implementations and
application scopes according to the ideas of the embodiments of the
present invention. Therefore, the specification shall not be
construed as a limitation to the present invention.
* * * * *
References